At PT Expo China 2026 in Beijing, China Mobile Group Henan Co., Ltd. (China Mobile Henan) and Huawei Technologies Co., Ltd. (Huawei) won first prize of ICT China 2026 cases, for their joint submission 'China's First Multi-Channel Intelligent Marketing System.' Built on intelligent network awareness and multi-channel collaboration, the solution explores new models for intelligent marketing by integrating network technology innovation with service operations, contributing to the digital transformation of the ICT industry.
To meet diverse communications needs, China Mobile Henan leveraged its Experience Monetization 2.0 architecture, which integrates terminals, networks, and services to unlock the value of real-time network data. Through the UE Logo 2.0 interactive portal and 5G messaging service entry point, the solution helps networks evolve beyond simply providing connectivity to become more intelligent, interactive, and service-oriented. This allows high-quality services to proactively respond to user needs and reach target users more precisely.
In data service scenarios, the solution uses the Network Data Analytics Function (NWDAF) to detect changes in network experience and report network data, user profiles, and user intent in real time. By linking the UE Logo 2.0 interactive entry point with the Integrated Operations Platform (IOP), which is equipped with 5G messaging capabilities, the solution enables precise push notifications across multiple channels. This transforms network awareness into scenario-based services, enabling the network to better understand both service scenarios and user needs.
For voice services, an AI acoustic model in the IP multimedia subsystem (IMS) domain detects call noise in real time, enabling the solution to proactively deliver pure voice call service alerts through multiple channels and respond promptly to user needs. These capabilities can also be extended to applications such as real-time multilingual voice translation and HD calling, accelerating the transformation of native network AI capabilities into value-added services.
In terms of smart user operations, the solution relies on multi-channel collaboration to deliver more personalized services across different user segments. Premium users can receive greater visibility into their exclusive benefits, while mid-tier users can receive tailored package upgrade recommendations, and regular users can access basic acceleration add-ons. Combined with a 'try-before-you-buy' model that lowers the barrier to experiencing enhanced services, these capabilities help improve user experience while increasing operational efficiency and service value.
By combining intelligent network awareness, multi-channel collaboration, and tiered user operations, the solution shifts network capabilities from passive support toward proactive services, creating a closed loop from network awareness and channel collaboration to precise service delivery and value realization. This approach enhances user experience while improving marketing reach and operational efficiency, providing a practical blueprint that can be replicated and adapted across the ICT industry.
Looking ahead, China Mobile Henan will continue exploring the evolution of UE Logo 2.0 toward UE Logo 2.0 Pro. By integrating AI agent capabilities for intent understanding, natural-language interaction, and personalized services, China Mobile Henan aims to create new approaches to user engagement and intelligent marketing. These efforts will help unlock the value of experience and contribute to the digital transformation of the ICT industry.